Senator Chuck Schumer has called upon the Food and Drug Administration (FDA) to conduct an investigation into PRIME, a beverage brand founded by YouTube stars Logan Paul and KSI. The popular energy drink, known for its appeal to children, has faced criticism from lawmakers and health experts regarding its high caffeine levels and alleged misleading marketing tactics. Schumer expressed his concerns, stating, “But buyer and parents beware because it’s a serious health concern for the kids it so feverishly targets.” PRIME gained significant attention after its launch last year, causing long queues in grocery stores as consumers rushed to purchase the product.
Advertised as zero sugar and vegan, the energy drink contains a substantial amount of caffeine, with 200 milligrams per 12 ounces. This is equivalent to nearly twelve cans of Coke or almost two cans of Red Bull. Pediatricians have cautioned against its consumption by children, citing potential health issues such as heart problems, anxiety, and digestive complications. As a result, some schools in the United Kingdom and Australia have already banned the drink. KSI and Logan, on PRIME’s official website, expressed their intent to create a brand that combines taste and functionality, emphasizing their efforts to expand into new markets and develop new products.
Despite the controversy surrounding PRIME, the company representatives have defended the energy drink, highlighting that it is labeled as “not recommended for children under 18.” They also clarified that PRIME Hydration, a separate product without caffeine, is available for sale. Schumer, however, raised concerns in a letter addressed to the FDA, stating that the online marketing of both PRIME drinks appeared strikingly similar. He highlighted that numerous parents had mistakenly assumed they were purchasing a juice for their children due to the marketing tactics employed, only to discover later that they had bought a beverage with high caffeine content.
The senator urged the FDA to thoroughly investigate the claims made in the advertising and the ingredients and caffeine content of the PRIME energy drink. Schumer’s letter also drew attention to the abundance of sponsored content related to PRIME on social media, emphasizing the need to scrutinize such content and its potential influence on consumers. As the controversy surrounding PRIME continues to grow, consumers and health experts are awaiting the FDA’s response to Schumer’s call for an investigation. Concerns about the potential health risks associated with high caffeine consumption, particularly among children, have intensified the scrutiny surrounding the popular energy drink endorsed by YouTube influencers Logan Paul and KSI.